Wine Marketing

Expand your expertise with the latest evidence-based research into wine marketing. Based on the fundamental concepts from international bestseller How Brands Growour course is taught by world-leading wine marketing experts. You will benefit from the opportunity to network with industry leaders and see evidence in practice on a one-day study tour in one of South Australia’s iconic wine regions.


What you will discover:

  • consumer behaviour patterns for the wine market
  • what drives brand reputation
  • pros and cons of different routes to market
  • how to build an online presence
  • best-practice for negotiating with channel partners

Course dates: 23rd – 27th September 2019
Location: Adelaide, South Australia
Cost: $3,245.00 (incl. GST)


Wine tasting and dinner (optional): A journey through Australian wines

This unique tasting experience will be guided by Jane Paull, WSET Certified Educator, followed by a 2-course meal at Edinburgh Hotel & Cellars.

Date: 6.00pm on 25th September 2019
Location: Edinburgh Hotel & Cellars
Cost: $100.00 (incl. GST)



How you will benefit:

Key benefits will vary depending on your specific interests and area of focus. Some key takeaways include:

  • how to develop strategies to achieve brand growth
  • evidence to support decision making and guide your brand growth strategy
  • tips on how to build your on-line presence
  • an understanding of consumer purchasing behaviour for wine & spirits
  • guidelines for sourcing appropriate distribution channels
  • tactics for strategic negotiations with channel partners


Register your interest

View course outline


Registration for this course is now closed.

If you would like to register your interest in attending this course please contact us.



Get in touch to find out more about our executive education courses in wine marketing.


This course completely changed my understanding of basic marketing sales and branding concepts. I now have a much deeper research driven outlook, which I think will add an immense benefit to my organisation… Every marketing manager in the Australian wine business should do this course.

Debbie Lauritz – Senior Winemaker, Wine Insights



This course was well worth my investment of time and money – I’m seeing real benefits for my clients using the knowledge I gained on the course.

Bernadette Kerr – Director, ergovino


I found the content delivered both informative and engaging. Any professionals either working in conventional wine business roles or within the broader liquor industry will find something to take away from this course. The chance to converse and engage with key industry insiders was very rewarding.

Josh Beare – Cellar Door Manager, Kay Brothers Wines

Because of the Ehrenberg-Bass Institute’s knowledge of brands and consumer behaviour, our group learned things that we cannot access elsewhere.

Prof. Herve Remaud – KEDGE Business School in Bordeaux



Our Expert Speakers

Armando Maria Corsi
Senior Marketing Scientist, Ehrenberg-Bass Institute
Introduction to wine marketing

Gary Edwards
Influence Expert
Principles of negotiation 

Jane Paull
Senior Wine Lecturer, WSET
Wine tasting and dinner: A journey through Australian wines

Justin Cohen
Senior Marketing Scientist, Ehrenberg-Bass Institute
The Chinese wine market

Peter Fuller
Managing Director, Fuller Communication
Social media

Larry Lockshin
Professor of Wine Marketing, Ehrenberg-Bass Institute
Packaging and labelling

John Dawes
Senior Marketing Scientist, Ehrenberg-Bass Institute
Pricing and promotions

Steve Dunn
Senior Marketing Scientist, Ehrenberg-Bass Institute
Principles of retailing

Richard Van Ruth
Director, Ootra
A practitioner’s insights into wine retailing & distribution

Herve Remaud
Senior Professor of Marketing, KEDGE Business School in Bordeaux
How wine brands grow

Sandy Hathaway
Analyst, Wine Australia
State of Play for the Australian Wine Sector

Johan Bruwer
Senior Marketing Scientist, Ehrenberg-Bass Institute
DTC and cellar doors

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The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.